2. Multiple Buying Influences Multiple Buying Influences While consumers often make purchase decisions based on their own emotion criteria, organizational buyers often follow a more rational process that includes input from multiple sources. These multiple sources are called the buying center For organizations, the purchasing of products and services is often heavily influenced by many different constituencies. Each of these groups provides input based on their special area of expertise. The ultimate goal is for an organization to make the best possible purchase. In larger organizations, each role in the buying center may be filled by a different individual. In smaller organizations, a single individual may fulfill several roles. Drag and drop each item into the associated level of the buying center. Buying Center Role Role Example Users Sandra Influencers Terry Buyers John Deciders Chad Patti Gatekeepers Reset